Fyffes' fitness-based ‘Fit Squad’ initiative, which was created to help combat childhood obesity, was recognised at this year’s IMC European Awards for Integrated Marketing Communications, which was recently held in Brussels.
The Irish-based fruit importer was honoured with the Silver Award in the ‘Small budget campaign’ category by a panel of almost 40 leading industry professionals across Europe.
Increase Physical Activity
Developed by Dublin based sports agency Titan Experience – in conjunction with Irish health and fitness expert Tom Dalton – the main purpose of ‘Fit Squad’ is to demonstrate to young people in schools throughout the country how they can increase their physical activity, the group explained.
Since its inception last year, Fyffes fitness initiative has visited some 145 schools and seen over 14,000 children participate in 290 interactive sessions across 29 counties throughout Ireland, North and South.
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